Coca-Cola India offers a comprehensive range of beverages. They include Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn.Some of the recent product launches that have added to the company’s product portfolio have been launch of Fanta Fun Times, and Nimbu Fresh. In addition in course of exploring new horizons, product range widening and brand extension in India, Coca-Cola has re-entered the Rs 300 crore branded powdered ready-to-drink market. As a part of the company’s penetration strategy and understanding the affordability of middle class consumers, Coca Cola has chosen the Rs. 5 price point aiming at mass consumers. The objective is to eat into the market share of the category leader Rasna. Rasna claims to hold 93% market share in the Indian powdered soft drink market. Before the launch, Coca Cola intends to conduct market testing of the product before getting into pan-India launch.
The fact is, India is the only market where the company is entering into the concentrate category under the brand Fanta. Also it is the only fifth market where a powdered offering of any of its brands is being made available. Coca-Cola has powdered beverage brands like Eight O' Clock juice and juice drink in Philippines, the Sunfill brand in Hong Kong, Kenya and the US. Through such launches Coca-Cola India intends to target the consumer segment at the bottom of the socio-economic pyramid and accordingly the above mentioned price point of Rs 5 is fixed. In line with these factors the retailers selected for the new product are traditional FMCG outlets/kirana stores without refrigeration facility.
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